Parachute Launches New Collection of Bed Frames

September 22, 2021  by Laurie Northington in Business Strategy, Industry   

Inspired by the natural beauty of Parachute’s home state of California, the new collection of bed frames is available to shop on the company’s website and in Parachute stores across the U.S. Additional furniture items will be available for purchase in early 2022.

“We’re excited to expand into furniture, which is a natural category addition to our growing product assortment, as we continue to grow as a multi-category home company,” said Ariel Kaye, founder and CEO of Parachute. “Our vision is to help people create comfortable spaces for themselves and their families by offering high-quality, comfort-inspired products for every room in the home – and by continually listening to our customers to identify new areas of growth. Parachute's own line of furniture furthers that mission, giving consumers new, quality pieces to design a calm, soothing environment where they can relax and rest.”

The expansion into furniture comes at a time of strong momentum in the home goods industry and for the company as it continues to experience accelerated growth. After hearing from thousands of customers, the company saw the demand and opportunity for it to offer its unique take on bedroom furniture to complete the Parachute sleep experience from feathers to frame. This is the sixth category Parachute has entered in the last three years, as it continues to expand their offerings to every area of the home.

The new bed frames are a softer take on furniture – made in the U.S. by expert craftspeople and available in three upholstered styles, Canyon, Dune and Horizon, to effortlessly elevate any bedroom. Each design was thoughtfully dreamed up by Parachute’s in-house creative team, who took inspiration from the landscape of southern California. Canyon, for example, is based on the mountainous curves of the Laurel Canyon neighborhood in northwest Los Angeles. Horizon, meanwhile, features clean, simple lines, and is intended to be reminiscent of a sunrise over Venice Beach.

“Our customers consistently ask us for recommendations for bed frames after they see our photos on social media and on the website so our entrance into furniture is an answer to this obvious customer demand," said Kaye. "We wanted to design our inaugural bed frames using the fabric we know best – linen. This small, distinct line of upholstered bed frames were created to help our customers complete the Parachute bed of their dreams. Each piece is versatile, livable and made of the best quality materials. We can't wait for customers to make them their own."

Initial pricing for the Parachute bed frame collection will vary by style, ranging from $1,800 to $3,050.